With all the negative feelings about Facebook in the marketing communications industry, I gotta say: Facebook has been doing great by me.
The big meme blasting the social network recently has been the video purporting that if you pay to boost likes they are probably fake. Then came the fashion magazine magnate who spent tens of thousands of dollars on Facebook advertising and got zero return. Finally, marketers are pissed that Facebook is downgrading organic feeds.
The problem with all of these complaints is the fact that if your content is crap it doesn't matter how much you spend on social media, unless people find your content amusing, useful or thought provoking, NO ONE WANTS TO READ IT!
What marketers forget is, before all this failure of their social efforts, was an uprising of users who said they were tired off getting spammed by all the crappy content marketers were forcing on them. Facebook, realizes that their bread and butter is based on positive user experience, and changed their algorithm to bring only the content the users showed interest in. But the marketers figured out how to game that change and the flood of crap content continued. Marketers didn't learn the lesson and, in fact, refuse to change.
So Facebook decided to tell them, "If you insist on filling feeds with crap, you are going to have to pay for the right." What's more, they gave users new filter tools to make sure that those who refused to pay the toll got cut out of the herd.
There is a very easy fix for marketers and corporations who refuse to invest in real marketing: Make better content. The problem, content is neither easy, nor free to create. Someone who has spent decades honing the ability to crank out repetitive, self-serving content can't suddenly switch styles and become interesting and engaging. That's why marketers, politicians (especially politicians), CEOs and venture capitalists need to swallow their pride and hire someone who can teach them how to communicate in the 21st Century, or do it or them.
And that's why Facebook has been doing Footwasher Media a solid.
Footwasher Media helps companies communicate effectively. What we do comes before marketing communications, public relations, advertising and sales collateral and makes it ALL more effective. We find the story that makes you unique and interesting. Find out more here.